1. A known soft drink brand salesman returns from a business trip in the Middle East, dejected and disappointed. A friend of his asks him: Why didn’t you succeed in the middle East? The salesman explains:

2. When I went to the Middle East, I was convinced that I would succeed since our brand was not well estalbished there. I don’t speak a word of Arabic though, so I decided to convey our message through a sequence of 3 posters.

3. In the first poster: A man is laying on the scorching desert sand…. exhausted…parched... Second poster: The man consumes the soft drink Third poster: The man is fully rejuvenated bursting with energy... Then I launched a major campaign featuring these 3 posters throughout the Middle East…

4. “Sounds great, that must have worked!!!" says his friend. Yes, it should have!!!, says the salesman…

5. “Unfortunately, I didn’t know that people in the Middle East read from Right to Left!!!"

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